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PPLB appoints Ms Sobel EVP of Branding and Licensing

May '08
People's Liberation Inc, designer of high-end casual apparel under the brand names People's Liberation and William Rast, announced that it has appointed Andrea Sobel to the position of Executive Vice President of Branding and Licensing.

In this capacity, she will have responsibility for overseeing the market positioning of both of the Company's brands, as well as extending them potentially into such licensed product lines as footwear, accessories and fragrances, among others.

“Andrea Sobel's background and accomplishments position her as a very welcome new management team member,” commented CFO and newly promoted President Darryn Barber. “We look forward to exciting contributions from Andrea as we expand upon the image and marketing presence of our premium denim brands.”

“Both the People's Liberation and William Rast brands offer great opportunities for licensing and brand extension,” commented Ms. Sobel. “Given the right strategic licensed partnerships, each of these distinctive names can enjoy enhanced brand equity in new product categories, so as to contribute optimally to the continued growth of People's Liberation Inc.”

Ms. Sobel has over 15 years' experience in licensing, marketing and brand development. Since 2007, she has been Vice President, Marketing with SANRIO, where she was responsible for market development and brand positioning of that company's Hello Kitty and other character brands.

Her accomplishments in thisposition included a co-branded cosmetics collaboration, content development and launch strategy for a Hello Kitty music album, spearheading sponsorship of an Aly & AJ summer music tour, participation in the Macy's Thanksgiving Day Parade and introduction of two new character properties into the specialty and mass channels, respectively.

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